The UK’s most comprehensive and dynamic market intelligence specialist, Parents Insights, has appointed a new Product Manager as it looks to further expand its growing client-base.

Jenny Kieras joins the Manchester-based team from leading nursery specialist Clair de Lune, where she worked as Marketing and Product Development Manager for two years.

Experienced in both B2B and B2C marketing, Jenny will work on expanding the products offered by the business, which surveys 10,000 parents each year to give brands valuable insights into emerging trends, and expanding the client roster.

Jenny said: “I have worked for brands and with buyers and retailers in this industry for many years so I know how important it is for them to be able to stay ahead of trends and back their product decisions up with data and insight.

“We all know that the retail industry is under pressure at the moment and when established brands like Toys ‘R’ Us and Mothercare struggle, it has a real ripple effect.

“That’s why the sort of data and insight that we can offer on what parents really think or how we think a trend will behave is so crucial when it comes to decision making.

“I’m also a mum myself of two young children so I understand how important it is to have trust in a brand. Our data can help brands build that trust.”

Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.

Being hailed as the number one tool in the UK for market intelligence about parents, more than 10,000 UK mums and dads are surveyed each year, with the results compiled into four, insight-led quarterly reports centred on expecting parents, and parents with new-born babies, babies and toddlers.

“This is genuine cutting edge technology, which we’re able to enhance continually,” Jenny added. “After releasing our reports last quarter we had some incredible feedback from clients, which has allowed us to release a new and improved version of the Parent Insights portal, launching on Monday.

“I’m incredibly excited about the challenge ahead. I believe in the product we have to offer and I know in my previous roles the data would have been absolutely invaluable.”

In May, The Insights People moved into a new office in Manchester’s Northern Quarter and hired former BBC journalist Rebecca Turner as Marketing Manager.

Insights People founder and CEO Nick Richardson said: “Jenny knows the marketing and product world inside out but she also has valuable experience in the industry in which we work so we’re really looking forward what she can bring to our team.

“It’s an incredibly exciting time for the business with some big announcements coming up. Investing in our products is a huge part of that.”